Restoring Confidence: How Project Ule is Tackling Vaccine Misinformation Among Young Parents

Young and first-time parents, especially in urban areas, often turn to digital platforms and social networks for health information. But online spaces can amplify fear and misinformation, making it difficult for caregivers to access trustworthy guidance about immunisation.

Traditional awareness campaigns may fail to address the unique concerns of younger parents—missing the emotional and cultural nuances that shape their decisions.

Through urban social listening, Project Ule tracks immunisation-related conversations both online and offline. The initiative uses the WHO Framework Behavioural and Social Drivers of Immunisation (BeSD) to identify knowledge gaps, misinformation trends, and behavioural barriers. With a specific focus on caregivers aged 20–34, the project is active in Nigerian states of Rivers, Lagos, and the Federal Capital Territory (FCT).

By blending digital engagement with community events, Project Ule creates tailored Social and Behaviour Change Communication (SBCC) strategies that resonate with young parents—empowering them with accurate, timely, and culturally relevant information.

Since its inception, Project Ule has:

• Conducted weekly online scans and offline polls in key states
• Identified circulating misinformation narratives and vaccine myths
• Revealed significant knowledge gaps around immunisation schedules
• Discovered preferred communication styles among urban mothers and caregivers
• Crucially, CMS has fostered strong partnerships with key players, including:
• State Primary Health Care Boards
• NPHCDA's Advocacy, Communication and Social Mobilisation (ACSM) unit
• Healthcare providers, community leaders, digital influencers, and government agencies

These partnerships are helping to build a collective, informed approach to immunisation advocacy.

As part of Phase 2 activities, Project Ule has conducted a co-creation workshop in collaboration with the National Primary Health Care Development Agency, state immunisation officers, and new generation parents. The workshop brought stakeholders together to address critical challenges in routine immunisation among young parents. The workshop focused on:

• Co-developing solutions to tackle vaccine misinformation.
• Strengthening communication strategies targeted at young parents.
• Validating insights generated from online and offline social listening efforts.

Moving forward, Project Ule will implement strategies co-developed during the workshop, including:

• Creating community-driven messaging to counter misinformation.
• Co-developing educational materials in partnership with local influencers and health workers.
• Establishing a robust framework to track shifts in vaccine attitudes and behaviours over time.

Through these next steps, Project Ule aims to translate insights into impactful action, ensuring young parents are equipped with the knowledge and confidence needed to protect their children through timely immunisation.

CMS remains committed to sharing insights, stories, and lessons from the field, keeping young parents at the heart of the conversation. Project Ule is not just a campaign—it's a movement to restore trust, rebuild confidence, and ensure more Nigerian children grow up healthy and protected.

Through collaboration, creativity, and community listening, CMS is laying the foundation for a more informed, confident generation of parents—one vaccination at a time.